Choosing the right Google AdWords can generate more traffic to your ecommerce site, but mistakes can be costly. Herbert Knibiehly, VP of Marketing at Twenga Solutions looks at how to get ahead of your competition by analysing what keywords and landing pages they are using.
Google AdWords is an efficient way to target new customers and drive traffic to your website. However, it is essential that you plan and manage this tool carefully otherwise it could turn out to be very costly.
In the first instance, choosing the right keywords is crucial. Rather than bidding on broad and oversubscribed keywords, such as ‘men’s jackets’ which will be very expensive, try using Google Analytics or Google Webmaster tools to create 7 or 8 long-tail keywords.
These can then be amended to broader keywords later on down the line once there is a healthy ROI for these campaigns. It is also important to have a go at experimenting with different variations of adverts which coincide with the benefits your products offer.
This will help differentiate both your brand and your products. Also, when observing the competition, keep a close eye on what keywords and landing pages they are using so you can adjust your strategy accordingly.
Whilst some retailers view the competition as their greatest threat, the wiser of those will view them as a useful tool. Paying close attention to the way your competition manages their Google AdWords Campaign will only help inspire you to make yours stronger.
By Herbert Knibiehly